Sankar Sen is Professor of Marketing at the Zicklin School of Business, Baruch College, a senior college of the City University of New York. He received his doctorate in Business Administration in 1993 from the Wharton School at the University of Pennsylvania. Prior to Baruch, Sen was Associate Professor at the School of Management, Boston University and Associate Professor and Washburn Research Fellow at the Fox School of Business, Temple University.
Sen’s research interests lie at the intersection of consumer decision making, corporate social responsibility and marketing strategy. In particular, he has spent the last several years examining when, how and why consumers and, more recently, other key stakeholders respond to companies’ corporate social responsibility and sustainability endeavors. He has lectured extensively on these issues in academic, company and industry forums in North and South America, Europe and Asia, and is currently at work on a book on this topic. Sen’s work has appeared in the Journal of Marketing Research, Journal of Marketing, Journal of Consumer Research, Journal of Economic Theory, MIT Sloan Management Review, California Management Review and other such publications. As well, his research has been cited in various publications such as the New York Times and BusinessWeek.
« DOING WELL BY DOING GOOD: STAKEHOL DER REACTIONS TO CORPORATE SOCIAL RESPONSIBILITY »
by Sankar Sen (Professor of Marketing at the Zicklin School of Business, Baruch College, the City University of New York, USA) Few notions have so fully captured the imagination of businesses today as that of corporate social responsibility (CSR). There is virtual consensus among the top global companies that CSR, or a company’s commitment to maximizing long-term societal and environmental well-being through its business practices, is a strategic imperative because of its ability to not only do good but also elicit company-favoring responses from important stakeholder groups. Yet, poll upon poll reveals that most companies are still struggling to optimize their CSR efforts, due in no small part to their uncertainty about the conditions under which such efforts maximize stakeholder-driven value. My research aims to help companies create CSR value through an individual-level, psychological understanding of when, how and why stakeholders respond to CSR actions taken by companies. In this presentation, I provide an overview of my research on stakeholder reactions to CSR, focusing on some projects, both recent and ongoing, that attempt to understand the reactions of two important stakeholder groups: consumers and employees. I conclude by highlighting some of the challenges inherent in this growing area of academic enquiry.
Slide Show available here .